Recently, I watched branded content video that Ford released for International Women’s Day, Dear Car Girl, a celebration of women in the automotive world, showcasing appreciation on woman’s presence and contributions in the car industry.

The video starts with animations of different handwriting styles, this symbol of personal expression and authenticity highlights that women come from various backgrounds, showcasing the diversity of woman in this space. It breaks the stereotype of there is no single “type” of car girl, but rather a range of ways for women to engage with automotive culture. It challenges the conventional association of cars and automotive culture with masculinity. By speaking to female audiences, Fords portraying women as equally capable and enthusiastic about vehicles as men do.

Ford is depicted as more than a car manufacturer—it becomes a brand that supports women in taking charge of their journeys, both literally and metaphorically. The emphasis on women being in the “driver’s seat” resonates with the idea that Ford vehicles empower them to navigate their own paths, reinforcing the message that women have the power to shape their own destinies. By emphasizing autonomy and confidence, the advertisement aligns with feminist goals of breaking down barriers to gender equality., linking the brand to progressive values.

The ad also fosters solidarity among women in the automotive world, an industry where they have been historically underrepresented. By highlighting a community of women who share a passion for cars, it encourages connections and mutual support, challenging the isolation that some women may feel in male-dominated spaces.

The message is clear: women are equally capable as men, not just in driving but also in managing car-related tasks. This aligns with gender equality, particularly in spaces where women have historically been marginalized.

While Ford’s advertisement presents a positive message of empowerment, it is not without flaws. Historically, advertisements in the automotive industry have relied on the male gaze, often portraying women as objects to attract male consumers. Although Ford’s approach represents a departure from this trend by centering women as empowered individuals, the risk of commodifying feminism remains. By tying empowerment to consumerism, the ad may inadvertently align feminist ideals with corporate interests, diluting the critical edge of feminist politics.

The focus on visibility and marketability in popular feminism, as exemplified in this ad, often privileges narratives that are palatable to mainstream audiences. This can lead to the exclusion of more radical or intersectional feminist perspectives. It portrays an accessible form of feminism that celebrates individual empowerment but does not address deeper systemic issues such as gender inequality in the workplace or wage gaps. While the ad successfully challenges some stereotypes, it also highlights how feminist ideals can be co-opted for corporate branding.

For feminism to remain impactful, it is important to critically assess such representations. Empowering messages like those in Ford’s ad should extend beyond symbolic gestures and contribute to tangible changes in industries where gender disparities persist. Feminism must strike a balance between reaching wider audiences and maintaining its critical stance against systemic inequities. This means ensuring that visibility in media is not the end goal, but rather a step towards genuine inclusivity and equality.